DISSERTATION

Investigative Study

How does the use of subliminal persuasion and indirect messages intrigue an audience in the success of advertising and brand communication?

This essay investigates the values and conceptions of persuasive advertising. It discusses the models of campaigns through a comparison of brands, and consider how hidden and indirect messages as a method and advertising technique, can significantly succeed in its aim to attract a target audience. It explores a variety
of relevant theories in relation to communication, persuasion and advertising message strategies with tactics that remain highly influential. References are given to present-day perspectives of consumer behavior.

It analyses brand communication and persuasion techniques in television commercials such as Cadbury, Carling Black Label and Haribo.

It studies subliminal messages and the value of curiosity conveyed through surrealist art focusing on the 1970 Benson and Hedges campaign.